• Sela gave Newcastle a night to remember with a spectacular 3D projection mapping show as the club sponsor celebrated the city, Newcastle United and its fans on the eve of the historic ‘Blaydon Races’ anniversary

• More than 10,000 people gathered on the banks of the River Tyne to watch the show – projected on to the Baltic Flour Mill - with club legends Alan Shearer, Jackie Milburn and Sir Bobby Robson also featuring on 18-metre-high walls of water rising from the river

• The show, entitled “We Are One”, is the first of its kind from a Premier League sponsor

• It also marked the one-year anniversary of Sela’s sponsorship of Newcastle United, rounding off twelve months of amazing activations including ‘Unsilence The Crowd’

Newcastle upon Tyne, United Kingdom, Sunday 9th June

Sela, Newcastle United’s front-of-shirt sponsor, last night treated fans to a spectacular event on the River Tyne and the iconic city landmark, the Baltic Flour Mill, choosing the eve of the famous ‘Blaydon Races’ to celebrate the city of Newcastle upon Tyne, Newcastle United legends past and present and the club’s fans.

Showcasing iconic moments from the club’s history, fans watched as Alan Shearer’s unforgettable volley against Everton in 2002 and David Ginola’s wondergoal against Ferencváros in the UEFA Cup in 1996, burst the back of the net on the Baltic.

Club icon, Tino Asprilla, was also reimagined somersaulting down the Tyne in celebration of his famous hat-trick against Barcelona in the UEFA Champions League in 1997, before fans were fast-forwarded to the present day, with highlights from the current men’s and women’s squads, including Newcastle United Women’s promotion to the Championship earlier this year.

More than 10,000 people gathered on the banks of the Tyne, to watch the 9-minute show emblazoned onto the side of the Baltic, which also saw club legend Jackie Milburn projected onto an 18-metre-high wall of water, before looking to the future and closing with shots of Newcastle United’s official shirt for the 2024/25 season on display with the message: “And this is only the beginning.”

Sela, the leading live events and experiences company in the Middle East, is known for delivering spectacular experiences at iconic destinations which are enjoyed by millions every year. This show is a demonstration of their commitment to using their capability, experience and innovation to provide unforgettable moments to Newcastle United fans.

Within the first year of their sponsorship, Sela have also launched groundbreaking haptic shirts which enabled fans who are deaf or have hearing loss to feel the atmosphere of the crowd for the first time. On the eve of the club’s return to Champions League football, Sela also orchestrated a UK-first football-themed drone show above St. James’ Park.

Ibrahim Mohtaseb, Senior Vice President of Sela, said:

"We wanted to round off our first year of sponsorship of Newcastle United with an unforgettable night for the city, using Sela’s capabilities as a creator of live events and experiences. We’ve worked hard to understand fan culture and the local community, and it was incredible to see so many thousands of people come down to the banks of the Tyne.

“We hope they enjoyed this special show that celebrated the city, the fans and their club. We wanted to use iconic city landmarks to really bring that to life. Newcastle is a one-club city with such a rich history and an exciting future ahead; last night we were all one together.

“We very much look forward to what the future holds for the club and our partnership. One thing we can be sure of is that as Sela we want to deliver more spectacular experiences for fans to enjoy.”

Peter Silverstone, Chief Commercial Officer at Newcastle United, said:

“Over the past 12 months we have been blown away by Sela’s capabilities in delivering spectacular experiences for Newcastle fans. The Club, our fans and the city of Newcastle, will never take these experiences for granted.

“From

delivering the unforgettable Champions League drone show to making the St. James’ Park matchday experience more inclusive for members of the Deaf community through launching haptic shirts – Sela has demonstrated that it is a more than simply a ‘sponsor’ on the front of our shirts.

“Within the first year of our partnership, Sela has become entrenched in the local community and continues to create spectacular, purposeful memories that will last the tests of time. Sela has put our supporters at the heart of all their activities and we are so proud to have them as part of our Newcastle United family. Last night we were all one together.”

-Ends-

About Sela:

Founded in 1997 as Saudi Arabia’s first FIFA-recognised player representation company, Sela has grown to be a leading organisation specialising in the sport, entertainment, culture, leisure and hospitality industries. Across these sectors, the company conceives and delivers spectacular experiences and creates iconic destinations that millions of people enjoy each year. For more than 25 years, Sela has been proud to partner with some of the world’s best-known brands to offer event management services and curate experiential moments that build engagement and connect with audiences.

Within the sports marketing and commercial arena, Sela negotiated sponsorship deals for the majority of top-class Saudi Arabian football clubs and led the commercial and operational arm of the Saudi Premier League. The company has since expanded and has worked with major sports properties, including Formula E, SuperCoppa, the Spanish Super Cup, World Wrestling Entertainment, World Boxing Super Series, and the World Chess Championships.

As the company accelerates its growth and international expansion plans, Sela’s team of dedicated experts provide end-to-end solutions, from master planning to engineering; concept development, audio, video, visualisation; research and patenting; and creating and monetising brands and IPs. The company has built and put together stunning destinations and events with highly experienced professionals who handle all aspects of operations and management to make the visitor experience unforgettable.

Sela’s experiences have welcomed more than 40 million visitors. Its experiential excellence includes Jeddah Superdome – the world’s largest geodesic dome; Boulevard Riyadh City – the biggest entertainment hub in Saudi Arabia; Boulevard World – with its 10 global zones; as well as Via Riyadh, the city's newest luxury multipurpose venue and the stunning Jeddah Yacht Club and Marina.

More information about Sela, its services and projects can be found at: https://sela.sa

Logo

Images

Tags

More Like This

‘We’re Back’: Newcastle United sponsor Sela stages spectacular drone show above St. James’ Park to celebrate European football returning to the city

Sela gifts its Newcastle United sponsorship rights to major charity for Premier League clash and introduces revolutionary haptic shirts to help deaf fans feel the sound of St. James' Park in world first

Former England and Brazil Football Legends Announce Ground-Breaking Football Entertainment Air Dome

Egypt Mesmerizes the World with Groundbreaking 5D Experience at National Celebration

Kaka and John Terry bring joy to Saudi fans at 2023 FIFA Club World Cup

A new digital canvas for outdoor advertising arrives in the heart of Barcelona: LED DREAM Group transforms the Stage Front Stadium with cutting-edge LED display

Legend Iker Casillas Takes Center Stage at Hisense 'BEYOND GLORY' Tour

Saudia Extends Partnership as Newcastle United's Official Airline Partner